You will now listen to part of a lecture. You will then be asked a question abou

Hello everybody, today let’s turn to how these two types of strategies in advertising increase consumers’ awareness of brands or certain products. The first strategy is a form of branding. Namely, the company doesn’t want consumers to buy its product immediately, but to remember the name of the company. The other strategy targets the purchase of some specific item or product. I was just going to give you some examples.
The first strategy aims at heightening consumers’ awareness of the company or its products through images. For example, a photo of a beautiful living room with some furniture therefore is presented to the public. People link the photo and the type of product in their brain. The next time the consumers think of buying furniture, that picture will swim up in their memory, especially when they have no plan to buy something.
The other strategy aims to make people know a specific product through a slogan. Here you target people who are experiencing—or are likely to experience—a certain problem. You demonstrate to them how your product solves that problem. Let’s take a portable printer as an example. An ad campaign built around the slogan "Printing as you go" will attract a lot of harassed office workers’ attention since the idea of doing two things at once appeals to the man or woman who’s always in need of printers as long as they are in a work environment. As the slogan imprints in people’s brains, the printer will experience a good sale.